Leapfrogging the category leaders in AI search with Novastacks
GoFreight had an extensive content library, but much of it addressed a broad supply chain audience instead of its ideal customers, freight forwarders. We mined its CRM and sales-call data to refocus the site on the buyers who matter, and protected its search equity through three site migrations. GoFreight became the brand AI assistants name first among the eight vendors tracked, ahead of rivals with greater market share and brand awareness.
Real client commercial outcome, earned without ad spend
Asked for the best freight forwarding software for mid-market companies, Google AI Mode now lists GoFreight first.
Plenty of website traffic, too few real buyers
A large library of articles and a glossary, heavy on keywords and aimed at several audiences at once.
CRM and sales calls showed four buyer segments, from growing forwarders replacing spreadsheets to enterprises leaving legacy platforms. Each asked different questions. Few pages spoke to any of them.
A site rebuild was underway. The older pages carried search history that new pages would take months to earn.
SEO and AEO interventions
We did not chase high-volume logistics keywords that bring readers outside the buyer profile. We did not delete the old pages: their search history was redirected into the new structure.
Protected existing search value through three migrations
See how we did it
We managed the SEO requirements across three migrations, mapping legacy URLs to relevant destinations and consolidating scattered informational content into a clearer glossary structure.
Our work covered 301 redirect mapping, redirect chain remediation, internal linking and pre-launch SEO checks. We identified issues that could disrupt access to valuable pages and provided implementation specifications for GoFreight’s team, helping preserve existing search signals through the changes.
Rebuilt the content strategy around four buyer segments
See how we did it
We consolidated siloed insights from the client’s CRM, sales conversations and closed-won deals into a shared view of its buyers. This revealed four distinct segments, their jobs-to-be-done and their reasons for switching software.
We mapped those needs to search intent and reorganised the content architecture around them: product pages for evaluation, comparison pages for shortlisting and glossary entries for foundational questions. We assessed existing content for buyer relevance and intent alignment to determine what to retain, consolidate or develop.
Aligned GoFreight’s search presence with its growth strategy
See how we did it
We used our AI intelligence system to analyse GoFreight’s website, review platforms, community discussions and AI answers. We compared how the brand was described with its product capabilities, intended buyers and growth priorities.
The findings shaped a GEO content and positioning strategy: identifying claims to substantiate, inconsistent descriptions to address and content gaps for new customer segments. We developed that coverage while retaining the existing pages serving GoFreight’s core customer segments.
Sources and periods (LY = last year, CY = current year): Google Search Console, www and root domain combined (clicks Nov LY to Aug CY; position Nov LY to Sep CY); GA4 (AI-referred visits Nov LY to Sep CY); Novastacks AI answer tracking across a fixed set of buying prompts (Jan to Sep CY).
“I dug into a conversation with AI… it narrowed it down to like a top five… you guys were a top two.”
Enterprise buyer from our client · B2B SaaS
